Creative Execution

" family" App—Make family connection easy and convenient. 1.Easy to use—Users may make their video calls fast and easy. 2.One step to record—This function may be used as video chat recording and playback it anytime. 3.Upload pictures and share with your family———feel free to browse previous photos by uploading to"timeline". 4.Time video to send— send videos on particular time for greetings and carefulness.

" family "App makes communication between empty nest elderly and their children easy and convenient. It also gained widespread attention on the issue of elder people's mental health. "Our family" has been downloaded up to 6000 times and forwarded 180,000 times a week. Yili Shuhua Milk for Elderly also improved its brand favorites by this campaign.

With the development of society and evolution of family structure, China has more than 230million elder people as Empty Nesters. According to the survey, we found out the situation of empty nest elderly's mental health doesnot seem to be optimistic. Although they are able to keep contact with their children, series of psycological problems like loneliness, insecurty, emptiness lead to a growing number of people suffering from depression. Yili Shuhua Milk for Elderly, not only focuses on physical health, but also cares about their psychological needs———How to strengthen communication between the elderly and their children for"family warmth" enjoyment?